Google’s fast-loading AMP pages are coming to Gmail
If you’ve ever browsed the web on your mobile phone (duh!), you’ve likely encountered Google’s Accelerated Mobile Pages (AMP). Launched in Feb. 2016, they’re optimized webpages from a variety of publishers that are stored on Google’s servers.
From the user’s perspective, the most important aspect of AMPs is that they’re fast. Google says an AMP typically loads from Google Search in less than one second.
Now, Google is bringing AMPs to Gmail. The company has just launched the Gmail Developer Preview of AMP for Email, which enables developers to create rich emails using AMP technology.
For users, this means that many emails will look nice, be interactive and load fast. With 270 billion emails sent per day (according to Google), this is a pretty big deal.
The interactivity part is important. For example, you could get a calendar schedule via email, and then be able to RSVP without ever leaving Gmail to open another app. Another example, portrayed in the GIF below, includes interacting with a Pinterest list of top recipes, all inside your e-mail.
Current partners for this project include Pinterest, Booking.com and Doodle. Google says more are coming soon. However, the timeline for AMPs actually coming to Gmail is quite vague; Google merely said it’ll happen “later this year.”
Earlier today, Google announced more AMP-related news. The company launched a developer preview of AMP Stories, which are basically AMP-powered, rich, slideshow pages a la Snapchat Stories.
These will appear in Google search when you look for publishers that support it; these include CNN, Conde Nast, Mic, Vox Media and Mashable.
To check out AMP Stories now, open this link on your phone https://g.co/ampstories.